Balancing ASO and ASA to reduce costs for Tide.
When paid ads and organic installs are working in harmony, you can boost your app’s visibility without increasing your budget.
The scenario
Tide offers mobile-first business bank accounts for entrepreneurs and small business owners. It has more than 400,000 UK customers, who use its website and app to manage all aspects of their day-to-day finances.
Tide operates in a highly competitive space, working hard to stand out against both high street banks and fintech challenger apps. The team were looking for effective ways to maintain high levels of customer acquisition whilst also bringing down cost-per-acquisition. They also wanted to improve Tide’s visibility in the app stores in order to boost traffic and significantly increase organic acquisition.
As experts in both App Store Optimization (ASO) and Apple Search Ads (ASA) campaigns, we were on hand to help Tide achieve its goals.
2.4x
increase in organic installs after 3 months
47.6%
ASA CPI reduction
55%
ASA CPA reduction
Our approach.
Getting an app noticed by a new audience takes a delicate balance. Using paid ads will get it in front of a receptive crowd, but you also need ASO that delivers a great first impression if you want to see high levels of engagement. In combination, paid search campaigns and ASO are powerful tools, with each making the other work harder.
We supported Tide with every aspect of customer acquisition, always keeping its core KPIs at heart.
We built an informed and targeted keyword strategy that supported both ASO and ASA. By looking at the two in tandem, we made sure that Tide’s paid ads were well placed to expand the pool of potential users, rather than cannibalizing organic traffic. This also made sure we got the maximum benefit from paid ads whilst being efficient with the UA spend.
To encourage more people to download, we needed ASO that would stop scrollers in the app store. We reviewed the performance, popularity or price of certain keywords in ASA in order to gain an insight that could feed into our ASO strategy. We optimized and tested multiple creative sets to see which had the most impact. And we also improved Tide’s ratings and review strategy, as these have a strong impact on app store ratings.
By improving all the elements of ASO, from the creative to the technical, and synchronizing it with Apple Search Ad campaigns, we were able to boost business account sign-ups.
The results.
Our work paid off. Within a three-month period, Tide’s app visibility and organic install volumes increased by 140%, while its Cost-Per-Install had dropped by a significant 48%.
We’re delighted to continue our partnership with Tide, delivering ongoing improvements to its app’s marketing performance.